Under Armour Basketball

Smile4Gold

01 — Campaign Background

Movement Strategy created an immersive pop-up named Smile4Gold within the Bay Area’s most sought-after jewelry store.

To build buzz around Under Armour’s much-anticipated Curry 4 sneaker release and create significant demand around its global launch, we looked to create an experience leading into the start of the NBA season and give fans their own taste of Ring Night–which Stephen Curry and the NBA Champions, the Golden State Warriors, would be celebrating just days later.

Playing off of the name More Rings, the official name of the first Curry 4 colorway, Movement Strategy created an immersive pop-up named Smile4Gold within the Bay Area’s most sought-after jewelry store, creating a weekend-long experience guaranteed to fill the Instagram feed of sneakerheads, influencers and fans alike.

02 —BRINGING THE SMILE4GOLD POP-UP TO LIFE

By seeing the world through a social-first perspective, Movement Strategy has a unique ability to create events and experiences that are not only highly entertaining for those who attend, but also are filled with moments that are crafted specifically for those who attend to share on social media.

With anticipation about the Curry 4 release building since the NBA finals last spring, we thought about what we wanted people to share, how to ensure people were associating the sneakers (and Under Armour) with a premium feeling, and how to create a sense of exclusivity around the shoe.

This thinking took us to the very first thing we created: a custom chain complete with a blinged out Curry 4.

To create awareness around the Smile4Gold pop up, we teased the event on Under Armour and Under Armour Basketball’s social handles. Additionally, we enlisted the help of local influencers, celebrities, radio stations and local press to spread the word throughout the Bay Area and around the globe.

Across social media the event generated over 5,000 social media posts and 56 million impressions.

All of this buzz led to the More Rings Championship Pack immediately selling out! The same day, the sneakers were being resold on eBay at premium prices, further positioning the Curry 4s as a premium, highly sought after release. This campaign was a huge success and the buzz from the event helped to sell out the next colorway that launched 2 weeks later–also selling out in less than a day.